论文部分内容阅读
固话业务持续下滑,宽带作为重点转型业务正在快速发展。相比逐渐饱和的城市市场,农村宽带市场具有更大的发展空间。本文首先采用PEST分析方法对农村宽带市场外部环境进行分析,得出发展时机已经成熟。接着,本文根据农村地区的特点,融合市场营销中的4P和4C要素,提出以顾客需求为中心的产品组合策略、以整体顾客成本最低为目标的价格策略、以提供最佳便捷性为导向的渠道策略、以沟通而非销售为目的的促销策略等建议。
Fixed-line business continued to decline, broadband as a key restructuring business is rapidly developing. Compared to the gradually saturated urban market, the rural broadband market has more room for development. This paper first analyzes the external environment of rural broadband market by PEST analysis method, and concludes that the development opportunity has matured. Then, based on the characteristics of rural areas, the article combines the 4P and 4C elements in marketing, puts forward the product mix strategy based on customer demand, and the price strategy with the lowest overall customer cost as the goal, in order to provide the best convenience-oriented Channel strategy, communication strategy rather than sales promotion strategy.